As introduced in the previous post (Segmentation), we are going to enter the market by selling our Reverse Vending Machines to only one supermarket chain.
Within the industry we have identified that Cencosud Perú SA, Supermercados Peruanos SA and Falabella Perú SAA led sales in Peru, with a combined value share of 92% in 2012. These companies expand their outlets every year to reach emerging areas in Lima as well as the wealthiest provinces. In addition, they provide frequent promotions accessible by the use of the retail loyalty cards (in which they can integrate a system of "green" points for each item recycled when using our Reverse Vending Machines) and a good range of private label products to target consumers looking for attractive prices.
However it must be considered; which supermarket is the best to start with? Since our objective is first marketing the product as being exclusive however selling as many as possible we will go for Supermercados Peruanos SA because it is the chain with highest geographic coverage (84 supermarkets) all over Peru.
Targeting